" I believe in applying creative thinking to everyday projects; re-evaluating them rather than doing the same old way. 

Questioning everything and always trying to make things better. It isn’t easy but is worth the effort because quality and design matter "


There’s a popular saying: If you fail to plan, you’re planning to fail. Nowhere is this truer than in the meeting and event industry. Accordingly, the most important phase of the event planning process is defining the strategy. Put simply: If I do not fully understand why I am planning an event or a meeting, the investment may not be worth it.

Creating a strong strategic framework at the beginning and identifying clear goals and objectives will not only allow me to keep track of event logistics and costs but will help to translate the strategic objectives into an event experience. The challenge is to make the experience ‘meaningful’ for the people coming together to live either a physical or a virtual ‘event experience’.

One way is considering every ‘touchpoint’ from the customer’s point of view; for example, the attendee’s cultural background, the emotional, sensory, and cognitive values, the social environment, the attendee’s mood and the many ‘touchpoints’ of interaction between the organizer of the event and the visitor.

Sometimes the ‘touchpoints’ are well planned, other times occurring accidentally, however, it is essential to pinpoint those important interactions.  As a result, my role has shifted from 'planning' into designing events experiences and applying creative thinking to achieve the quality and the design that matter.